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THE IMPOSSIBLE GAME
TBWA\PARIS, Boulogne-Billancourt / SNCF (NATIONAL RAILWAYS) / 2016
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Overview
Credits
Overview
CampaignDescription
Welcome in the future of mobility !
Basically, students in engineering schools are seduced by companies like Google for its innovative image, and think SNCF is dusty. So we decided to create a corporate campaign which throw young engineers in the future !
Indeed, with urban explosion, cities are becoming exciting playgrounds, an incredibly complex development for residents and especially the companies that transport them. Mobility will be a key issue in this new urban landscape and the industrial, technological and environmental challenges faced are enormous.
Outcome
The operation is still on air (ending 18th April). But for now, the results are very encouraging :
• REACH : 28 269 visitors (3min14 average time)
• ENGAGEMENT : 60% of these visitors play to the challenges
• GAMING : 1 visitor on 3 uses the smartphone like a remote, and we notice that the 2 favorite challenges are the more interactive ones (N°1 & N°4). The maximum passed time is 49 minutes, and 29 minutes of using the gamepad.
• RECRUITMENT PROCESS : 56% created profiles, 100 CV sent.
Strategy
5 challenges designed to provide a new gaming experience.
Students take on five tasks representing future mobility challenges, from modelling a spare part or the future Transilien rail network, to managing passenger flows in a station or generating energy to power trains over increasingly long distances.
Robotics with artificial intelligence, big data and 3D technologies are just some of the tools that are used in this third season.
180 schools take on the five challenges which must be completed by 18 April 2016. At the end of this online competition, the top 50 players will win trips within Europe and France and GoPros depending on their ranking.
The top 5 schools will qualify for the live grand final and SNCF will award the winners a special trip to go see one of the Group's major projects around the world.
Synopsis
SNCF operates the country's national rail services, including the TGV (France's high-speed rail network). Its functions include operation of railway services for passengers or freight, and maintenance and development of rail infrastructure.
It’s one of the biggest French company, who needs to hire 1.000 of the finest engineers every year to work on mobility projects, but it suffers from a lack of attraction for engineers who are finishing their school.
That’s why every year SNCF invite them to play an online serious game to present the large variety of its high level engineer jobs.
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